Tips & Best Practices

Brochures and Booklets: The wordmark can be screened back and used as a supporting element only if the Elon signature is present; in this case the horizontal signature is used at the top.

Print Ads: The primary signature must be used for all external advertising to ensure consistency of presentation. Use primary signature in reverse white when on dark backgrounds, always keeping in mind the required space around the mark.

Informational Materials:School and department signatures can be used on secondary color backgrounds on fact sheets and other materials.

Billboards: The Elon primary signature should be used for public local, national and international marketing, and should be prominent and highly visible.

The university signature is rendered in the Bembo typeface and has been carefully spaced and typeset.

Do not attempt to replace the signature font by typing it or change the proportion of the signature elements.

Use the proper outline version of the shield when printing in single color. The leaf must always be lighter than the shield background.

Do NOT reverse the shield when printing in a single color on dark background. The leaf must always be lighter than the shield background.

When placing the signature on a photo background, make sure there is enough contrast so the mark is clearly readable.

Do not place the signature on a photo that blends in with the mark.

Make sure backgrounds do not interfere with the readability of the signature.

Avoid placing the signature on photos, textures or colors that make the mark difficult to read.

Make sure background color is not too similar to our maroon when using our standard signature.

Use reverse version of our standard signature when placing it on a color similar to our maroon.

File Types

There are many types of files, but all artwork can be broken into two categories: vector and raster.

Vector Artwork

Vector artwork, created in programs like Adobe Illustrator, can be resized without losing quality and recolored to meet contrast needs. Ideal for vendor orders (apparel, promo items) and online graphics (icons, signatures) that must work on multiple backgrounds. These include:

• SVG files are RGB vector images best for digital use. These files may be enlarged and reduced without affecting image quality. It’s also possible to change the color of the vector to satisfy contrast requirements depending on the background it’s superimposed on. All Elon official marks are available as SVG files.
• EPS files are a common vector format primarily used for printing and producing promotional materials, and should not be used for digital applications. Official Elon marks can be provided as EPS files per vendor request.
• AI files are the native Adobe Illustrator format and should not be used for digital applications. They are best for design work and creating production-ready files, but not intended for direct use in print or digital applications. Depending on the vendor or printer being used, AI files should be converted to EPS or PDF files prior to submitting for printing.

Raster Artwork

Raster graphics are made of pixels, with resolution measured in DPI (dots per inch). Higher DPI means sharper quality, but enlarging can cause blurring or pixelation. For print or promotional items, use at least 300 DPI (never below 150 DPI); for web, export at 72 DPI.

• PNG files have a transparent background and are ideal for digital graphics placed on an existing background, such as websites. These images may be reduced but never enlarged, as quality will diminish. All Elon official marks are available as PNGs.
• JPG files are the most common image type and always built with a background color (including white). JPGs can be used digitally, and for print (at the proper resolution). All official Elon marks are available as JPGs.
• PDF files are a general document type that can contain both vector and raster graphics, and are typically used for single or multiple page documents, such as fliers or brochures. PDFs can be exported from most Adobe and Microsoft software, as well as Adobe Express and Canva. When used for print or promotional item production, PDFs should follow the same minimum resolution guidelines. When provided digitally, PDFs must adhere to strict ADA accessibility standards. Read more guidance here.

Color Profiles

The color profile used for artwork is determined by the files purpose:

• CMYK colored files are intended for print, promotional or apparel items only.
• RGB colored files are intended for digital use, such as websites or emails.

• – Recommended file type
• – Optional file type